Greener Products：The Making and Marketing of Sustainable Brands

Iannuzzi, who works in the product industry, describes the design and marketing of greener, more sustainable products, identifying reasons for greener products, including the environment, customer demands, and pressure from the government. He evaluates companies that have been the most successful and investigates best practices from various sectors, such as apparel, chemicals, electronics, consumer packaged goods, medical products, and white goods. A chapter on key tools, including lifecycle assessment and International Organization for Standardization standards, written by an additional contributor is provided. Beginning with a chapter contributed by authors from a group studying business and sustainability trends, the marketing section addresses market segments and what impacts them, drivers, business-to-business marketing, regulatory standards, and the keys for success as seen through several leading companies. Also explained are greenwashing, cause marketing, and eco-label strategy. Annotation c2012 Book News, Inc., Portland, OR (booknews.com)

Al Iannuzzi, PhD, is a Senior Director in the Worldwide Environment, Health & Safety department at Johnson & Johnson where he directs the global Product Stewardship, Design for Environment and Green Marketing programs. He has 30 years of experience in the EHS field and has led Johnson & Johnson's environmental and toxicology programs as well as leading the development of the Healthy Planet Sustainability goals and the EARTHWARDS ? green product design process. Prior to Johnson & Johnson, Al worked for the New Jersey Department of Environmental Protection and his work experience includes environmental consulting. He is the author of Industry Self-Regulation and Voluntary Environmental Compliance (CRC Press, 2001) and has written numerous articles on product stewardship and environmental compliance.

Read Al's thoughts on making and marketing greener products and sustainability in interviews for GreenBiz.com.